Research Article
Brand Trust as the Mediation Effect Customer Relationship Management on Customer Loyalty
@INPROCEEDINGS{10.4108/eai.18-7-2019.2288581, author={Dewi Murtiningsih and Wendi Usino and Darmawan Napitupulu and A Adrianto}, title={Brand Trust as the Mediation Effect Customer Relationship Management on Customer Loyalty }, proceedings={Proceedings of The 2nd International Conference On Advance And Scientific Innovation, ICASI 2019, 18 July, Banda Aceh, Indonesia}, publisher={EAI}, proceedings_a={ICASI}, year={2019}, month={11}, keywords={customer relationship management brand trust customer loyalty}, doi={10.4108/eai.18-7-2019.2288581} }- Dewi Murtiningsih
Wendi Usino
Darmawan Napitupulu
A Adrianto
Year: 2019
Brand Trust as the Mediation Effect Customer Relationship Management on Customer Loyalty
ICASI
EAI
DOI: 10.4108/eai.18-7-2019.2288581
Abstract
This study is aiming at determining the effect of customer relationship management on the customer loyalty, the effect of customer relationship management on brand trust, the effect of brand trust on customer loyalty and the mediating effect of brand trust on the relationship between customer relationship management and customer loyalty. This research is explanatory research with the population of undergraduate students (S1) in five faculties at Budi Luhur University, Jakarta who are at least sophomores. Data collected using questionnaire. The research sample is using purposive sampling with total of 110 respondents. The data were analyzed by path analysis using SPSS. Based on the results of research it can be seen that customer relationship management did not affect customer loyalty, customer relationship management did not affect brand trust, brand trust affected customer loyalty, and brand trust did not mediate the effect of customer relationship management to customer loyalty.